Step Up Your Online Planning
Have your online campaigns gotten a little stale? Five ideas to perk up campaign performance.
Have your online campaigns gotten a little stale? Five ideas to perk up campaign performance.
Has your online planning gotten a little stale? Have you gotten comfortable doing the same things that have always worked, over and over? Are you satisfied with where things are, or are you wondering if there are things you could or should be doing to improve campaign performance?
It’s easy to get into a rut with clients you’ve been working with for some time. But we should be testing new, interesting things, pushing the envelope of our online advertising. We owe it to our clients.
It’s not that hard to step up the game. The other day, I came up with a list of things to consider to improve performance. By no means is this list comprehensive, just a few things to get you excited about online advertising again:
Explore what effect this can have on your campaigns. Ask, “How long after the view should I still attribute conversions?” The answer will vary depending on your product buying cycle and customer behavior. However, if you can possibly take credit for an extra 10 to 80 percent of conversions, it’s worth looking into. Talk to your ad-serving partner and customers to figure out what makes sense for you.
I’m not talking about just running TV spots online. I’m talking about creating interactive units enhanced by video. Use video to draw people into the brand experience and interactivity to engage them. We’ve done this successfully with transaction-based creative that allowed viewers to book travel or build their own automobile.
Online advertising is still a very exciting space. We’re in the trenches, so we may not see it, but our medium still undergoes evolution daily. I’m just scratching the surface of ways to bring freshness to campaigns. I know many of you could add to this list. If you’re doing something interesting to keep your campaigns fresh and innovative, let me know. How do you avoid burning out and keep things fresh for yourself and your clients?
Pete is off this week. Today’s column ran earlier on ClickZ.